BRAND platform. COPY PLATFORM

I was brought in by Edinburgh agency Multiply to help them crack a tricky brief. They needed a new platform for their client Quality Meat Scotland. The problem was that whilst everyone knew that Scottish meat was good, not everyone knew that meat marked ‘Scotch’ was better. Previous campaigns had danced around using it as a differentiator and relegated it to sign-offs or body copy.

Putting ‘Scotch’ front and centre allowed us to remedy that. It let us point out the differences, make simple superiority claims, and begin to educate consumers. We wanted our audience to come away with a bit of that in-the-know smugness that all foodies are prone to display and that often comes from just a tiny little bit of insider knowledge, and so ‘WHEN YOU KNOW, YOU KNOW’ was cooked up and served.